Questions and Answers of Marketing Management Knowledge

Why do you think that marketing analytics has become so important to businesses?
American Airlines is trying to determine which baggage handling system it will put in its new hub terminal at San Juan, Puerto Rico. One system is made by Jano Systems and a second baggage handling
A child psychologist observed 8-year-old children behind a one-way mirror to determine how long they would play with a toy medical kit. The company that designed the toy was attempting to determine
A market researcher has completed a study of pain relievers. The following table depicts the brand purchased most often broken down by men versus women. Perform a Chi-square test on the data and
A local car dealer is attempting to determine which premium will draw the most visitors to its showroom. An individual who visits the showroom and takes a test ride is given a premium with no
Your university library is concerned about student desires for library hours on Sunday morning (9:00 a.m. – 12:00 p.m.). It has undertaken a random sample of 1,600 undergraduate students (one-half
Explain the notions of mathematical differences, managerially important differences, and statistical significance. Can results be statistically significant and yet lack managerial importance. Explain
Buzzy’s Tacos has recently opened its 12th store in the Dallas-Fort Worth area.A marketing research study was undertaken to determine what new options for toppings should be.A key question on the
Go to https://blog.hubspot.com/marketing/how-to-build-excel-graph if you are not familiar with using Excel to make charts and graphs and view the video and instructions. Create the following:a. Pie
Take a more detailed view of cities/markets used for testing products and other marketing elements https://smallbusiness.com/product-development/best-u-s-cities-to-test-market-a-national-product/.
Coyote Beer is the oldest brewing company in New Mexico or, at least, the oldest beer brand in New Mexico. During the 1980s, the company went through bankruptcy largely due to its inability to
Visit https://blog.hubspot.com/marketing/design-of-experiments and read the discussion. What do you think of his comments on boots? How would you apply that same thinking to another product or
Divide the class into groups of four or five. Each team should go to the Internet and look up Big Data analytics. Each team should then report to the class on how a specific company is effectively
What is a marketing dashboard? How can it be used?
What is data visualization? Why is it important?
In connection with deep learning, what is backpropagation?
What is deep learning? How is it different from machine learning? How do these relate to AI?
It has been said that Big Data analytics turns the scientific method on its head. What does this mean?
What is meant by the term data mining? Briefly explain how it is done.
Name some types of information that might be found in any company’s database and the sources of this information.
1. Would you say that Bill is on the right track regarding the need for artificial intelligence to implement dynamic pricing? Why do you say that?2. If he were to pursue the idea further (he
Define marketing analytics. Why is it so important to companies?
How does tracking apply to magazines?
Explain the concept of fingerprinting as it applies to tracking.
Explain how Nielsen Media Research tracks viewing habits across all devices.
How do researchers use eye-tracking heat maps? What can be learned?
Discuss the notion of “implicit measures” as it applies to marketing research.
Were you aware of all of the types of information that social media gathers about you? Are you comfortable with this? Do you like the fact that only ads of potential interest to you will be shown?
What are the benefits of mystery shopping?
Do you think in-store tracking is too intrusive? Why or Why not?
Do you think that virtual reality will replace other forms of marketing research? Why or why not?
Refer to the companies listed in Exhibit 9.5 and peruse their websites. Which tool might you select if: (a) You were looking for an all-in-one social media listening tool? (b) You want to
Go to sightcorp.com and describe the concept and the tools they offer retailers.
Go to tobiipro.com/fields-of-use/marketing-consumer-research/. What services and insights can they provide to advertisers?
Go to analytics.google.com. What tools are available for a business to analyze its data? What’s involved in the “free set-up”?
Go to www.gutcheckit.com and explain what it does.
What are the keys to a good mobile survey?
What is geofencing and how can it be used in survey research?
Go to marketingplatform.google.com. Explain to the class what Google’s Marketing Platform offers businesses. Next, click on “resources” and then “Success Stories”. Pick a story and tell the
1. What other observation tools might help Vrbo create a more effective website?2. Eye-tracking and observing behind a one-way mirror can be quite time-consuming/ How many people should be tested
Take a look at surveymonkey.com. Create an account, it’s free so far, then:a. Choose “create a survey start from template.”b. The select “market research – product testing” and do what is
1. How would you describe this sampling methodology?2. What problems do you see arising from this technique?3. Suggest an alternative sampling method that might give the National Internet Service
Go to www.surveysystem.com/sscalc.htm and take a look at their sample size, sampling error, level of confidence calculator.a. If you have a problem where the population size is approximately 1
Why has DIY research become so popular? What is the difference between DIY and DIT?
What are some major points to consider when designing a survey for a smartphone?
What role does augmented intelligence play in coding?
Can Surveys be conducted on YouTube, LinkedIn, Google or Pinterest? If so, explain why?
Conduct a one- or two-question survey using the SurveyMonkey app.
1. What might the quantifications be to participate in this survey?2. Could the data for this research have been gathered using several different forms of survey research? If so, which ones?3.
Go to YouTube and watch a video on what makes a good focus group. Report your findings to the class.
Compare and contrast the offerings of dynata.com; www.zommerang.com; and www.surveymonkey.com.
How did the percent sales of organic pesticides change during the pilot test compared to the same period of time a year earlier, and how did it compare to the change in all pesticide (organic plus
Go to Google or other search engine and type “best pay for focus groups”. What did you learn? Does this give you any concerns about respondent selection?
Create a story completion test for buying clothes online.
Go to humansatheart.com and then click improv. Pick one of the scenarios and have ten members of the class join in. Conduct the exercise. Assume that, upon completion of the exercise, you are going
Create five sentence completion and story tests about your university.
Do you think that eventually all marketing research will be done with mobile devices? Why or why not?
Determine the 10 highest-income counties in the United States; where the highest ratio of pickup trucks per capita is found; the oldest median age zip code in America; a reader profile on Fast
1. How might a bricks and mortar retailer use this information? An online retailer?2. What survey methods could have been used to gather this data? The survey had 1000 respondents. Which survey
Discuss four ways to reduce respondent fatigue.
Search “Questionnaire Template” and then go to four sites. Explain the differences in their offerings. Which would you choose, if any, to conduct a survey for a new fast-casual restaurant close
See what it’s like to be at the receiving end of an online survey; take one or two surveys at www.greenfield.com and click on “Take a Survey.”
What’s wrong with the following questions?
S.T. Arrow owned a chain of dry cleaners in the mid-west. Competition from One-Hour Martinizing and a regional chain had lowered Arrow’s market share from 14 percent to 12 percent. In order to
Go to SurveyMonkey.com and peruse their offerings. Click on “learn More” for Audience, SurveyMonkey, CX, SurveyMonkey and GDPR. Explain their services to the class.
Why is the net promoter score popular yet controversial?
Do you think that GDPR goes too far in regulating non-EU firms? Are the fines too large?
Divide the class into groups of four or five. Each team should go to the Internet and look up marketing analytics. Each team should then report to the class on how a specific company is effectively
Go to a Web search engine and look up “validity and reliability.” Describe to the class the new insights you gain into these important concepts.
Regular surveys have been administered to customer who have interacted with the company.The surveys are typically three-to-four minute questionnaires covering the overall experience and a number of
What is measurement?
Go to the internet and look up Nielsen Total Measurement. What exactly is Nielsen measuring? How is the construct measured? How might one determine validity and reliability?
Recently, Google announced that it was offering Google Consumer Surveys (www.google.com/insights/consumersurvey) to anyone wanting to do marketing research. Google says that the service is for anyone
Explain the concept of Big Data.
Why should companies consider creating a big data database? Name some types of information that might be found in this database and sources of this information.
Go to www.Ayasdi.com and explain what they do. Why are their services valuable to many firms?
1. Under GDPR, it is illegal for a small business to take someone’s contact information from a business card or a LinkedIn connection’s contact details and adding this information to the firm’s
Why has big data analytics become so popular with firms like United Airlines, American Express, and Ford Motor Company?
It has been said that big data analytics turns the scientific method on its head. What does this mean?
Go to www.tableau.com. Watch their video and explain to the class what the firm offers.
Go to: https://gdpr-info.eu/ and explain why scholars claim that this is the most powerful privacy regulation in the world. What actions have they taken recently against firms that have violated GDPR
In the absence of company problems, is there any need to conduct marketing research or use marketing analytics?
Menu space is always limited in fast food restaurants. However, McDonald’s has decided that it needs to add one more salad dressing to its menu for its garden salad and check salad. It has decided
Calculating the p value and performing a Z or t test are much easier when done by computers. For a p value calculator, usable without fee, visit: www.graphpad.com/quickcalcs/PValue1.cfm. For a Z test
Looking at WDS advertising account.Just finished a recent online survey with the results shown in the case.1. Which segment provides the largest percentage of sales?2. In which segment does WDS have
Educators at Tufts University offer a helpful tutorial on reading the output from a one-way analysis of variance, an ANOVA table. Study this at: http://www.JerryDallal.com/LHSP/aov1out.htm.
Describe the steps in the procedure for testing hypotheses. Discuss the difference between a null hypothesis and an alternative hypothesis.
Distinguish between a Type I error and Type II error. What is the relationship between the two?
What is meant by the terms independent samples and related samples? Why is it important for a researcher to determine whether an ample is independent?
Give examples of three marketing problems for which regression analysis would be appropriate.
Take a look at agilesportsanalytics.com. Review the discussion of why analytics are important and useful in the sports world. Look at some of the applications they discuss. Download the Agile Sports
A regionaal pizza chain (Pizza Pronto) has adopted a total quality management orientation.They wish to do research to discover how its customers define quality and to learn directly from customers
Go to camo.com/resources/multivariate-types-methods.html for some easy to digest and comprehensive information on multivariate analysis with applications.
Explain the meaning of the coefficient of determination. What does this coefficient tell the researcher about the nature of the relationship between the dependent and independent variables?
What purpose does a scatter diagram serve?
What is an infographic? How do infographics facilitate the communication of research results?
What are the advantages of making presentations via Internet? Can you think of any negatives? Explain?
What things should the analyst keep in mind when developing the presentation?
How is a presentation different from a research report? Explain?
Go to https://www.infosurv.com/tips-for-marketing-research-reports-that-get-read/. What do you think of their advice? Which of the 10 tips is most basic or critical in your opinion?

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